Here a brief video summary of my empirical research answering the question, “Which motives have the greatest influence on the intention to watch the National Women’s Soccer League (NWSL)?” The analysis is based upon quantitative data collected from 302 NWSL spectators mainly from the US, in June 2022, through an adapted Motivation Scale for Sport Consumption (MSSC).

Update (15 August 2023): The full research is available in the IGI Global publication «The Role of Brands in an Era of Over-Information» (2023). Click here to purchase the book chapter.